Business Services Industry
Who's making the Net work?(Internet advertising)
Target Marketing, June, 1999 by Trollinger, Steve
TECHNIQUES THAT MAKE THE WEB MORE PRODUCTIVE FOR YOUR CATALOG
My first formal introduction to Marks & Spencer, England's giant retailer, was to fly to London to have lunch with the chairman. M&S was considering expanding its direct selling efforts into an expansion of its home catalog and into an apparel catalog. The chairman asked all the preliminary questions about our company's credentials and why M&S should employ an American catalog consultant. Apparently those questions were answered to his satisfaction, and he then asked the big question: "Why should M&S be in cataloging, anyway?"
My answer had little to do directly with cataloging, but a lot to do with the topic of this article. I responded, "If the Internet and selling on the Web is at...
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